Professional Documents
Culture Documents
Table of Context
Introduction..............................................................................................................................2
1. Definition of Culture....................................................................................................3
2. High-context Cultures..................................................................................................3
5. Conclusion.....................................................................................................................6
6. References.....................................................................................................................7
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Introduction
The world is becoming a global market for rising and emerging businesses. There is an
important goal is that they want to sell their goods to potential customers and cross culture.
Nevertheless, if companies want to provide an efficient and an effective communication
between different countries, the companies need to analyse culture of other countries, (Philip
and John, 2002). Most likely the most helpful impression has been defined by Edward Hall
for understanding the importance of cultural dissimilarity of low-context and high-context
cultures in business relations. Generally it is concerning how negotiation income, how
agreements are specified, and how employees should be controlled.
Feature of High-context cultures are socialist, preferring group harmony and consensus to
individual achievement. On the other hand, in low-context culture people are realistic because
they are making decisions based on fact not instinct. In Section four I present that when you
move from high-context to low-context cultures or from low-context to high-context cultures
some problems can occur. It is not easy to adapt and to enter new cultures. In addition; M-
time and P-time which are types of time have been defined by Edward Hall. It will be
explained in section five and Section five concludes.
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1. Definition of Culture
A variety of writers have defined the meaning of the culture in the past. At the present, we
cannot say there is a certain description of culture because there are many explanations of
culture. Generally, culture is explained as a “shared system of attitudes, beliefs, values and
behaviour”. The latter as can be seen that culture is significant to communicate. (Angela
Gamsriegler, 2005)
2. High-context Cultures
South America, Middle East, Asia and Africa are High-context culture countries. For high-
context cultures the interpersonal relationship is very important for citizens from these
cultures. According to Hall, feature of high-context cultures are socialist, choosing set
agreement to personal success. In addition, people, from high-context cultures, are not as
much of managed by cause than by instinct or feelings. Context is more significant than
words for high-context culture, (Cateora, 2007). For instance, in Japan are a standardized
people and they do not speak as much as low-context culture such as America. When they
say one word they understand each other this is their style of communication but in America
people need to say more than one word to understand each other. The communication in
high-context should be formal and not direct, (Marin. Edu).
In most countries the gender bias against women supervisor causes various problems. For
instance; generates doubts amongst Western global companies. In high-context cultures such
as; Asian, Arab, Latin America women are not given high level of management. In male
dominated countries are usually given minimum business opportunities to women. Given
responsibility for the management of a company when one of the results indicated respect is
greatly respected companies. A female manager of the company has received strong support,
it is usually respected, and that it represented is proportional to the location of the company.
Usually to a female manager, such resistance is shown. Normally in high-context countries
women would not be a manager, (Ghauri & Cateora, 2006).
Enter in high-context culture could be difficult for foreign people. The most important
reasons are that you are the not from inside therefore you do not have high-context
information and you cannot generate close relation, (culture-at-work.com). A person from
higher-context culture might need to careful when dealing with a lower-context culture. For
lower-context culture to be independent is more important and waits for many relationships.
If you are coming from different culture to do business in low-context cultures such as;
Swiss, German or N. American, alternatively there are some differences you may encounter
the following:
Meaning of everything is clearly given in the communication itself,
Usually wide background information is given to avoid verbally misunderstandings,
Short-term relationships,
They have to comply with the rules,
Agreements have to be a long and very detailed, (Communicaid.com).
3. Low-context Cultures
North America, Swiss, Germany, French and Scandinavian are some of low-context
countries. Characteristics of people from this culture value logic, reality and flurry. The
importance of making decision is that it should base on fact not instinct. Negotiations end
with events or proceedings. Furthermore, speakers are expected to be uncomplicated and
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simple, brief, and well-organized. To be clear, precise words shall endeavour to use by
communicators, (marin.edu).
Example: One of the features of a low-context culture is about marks or symbols and written
orders. If you are travelling in a low-context culture such as in Germany and also if this is
your first time been in Germany it is not going to be difficult because there are many signs
and details about street map, tourist information and transport for civic. In contrast, most of
the high-context cultures there is no too much such information. Nevertheless, everyone
knows where to go and what to do.
3.1. From Low Context Culture to High Context Culture
To enter low-context cultures are comparatively uncomplicated for stranger people because
the environment contains much of the information you need to participate, and because can
you form relationships fairly soon, and because the important thing is accomplishing a task
rather than feeling your way into a relationship, (culture-atwork.com).
While doing commerce in high context cultures for example; Arab, Japan or Korea, you may
encounter the following:
Misunderstanding is possible when swapping information,
Impression of a lack of information
A large part of the information is supplied in a non-verbal way,
Long term relationships and faithfulness,
Unwritten rules can simply be ignored by foreigners,
Contracts have to be shorter and not too much information is required, (Communicaid.com).
Example: The main point is that we need to understand context of our global colleagues.
They are coming from high-context culture or low-context culture. It will help us to create
relationships with them and communication should be easier. In addition, a person from low-
context culture might be aware of that in high-context culture to support each other is
important in small group and they may not support who is come from outside therefore it
should be difficult for people from low-context.
When people move to high-context culture or low-context culture, they encounter some
adaptation problems. You need to be aware of culture to avoid misunderstand features of
cultures. It is difficult to learn new culture even low-context culture for example; language,
religion, law, life style. It takes a long time to get used to.
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6. References
Text Book:
North America
Web-internet:
22/05/10)
Articles:
Gamsriegler
Available at:
http://gamsriegler.factlink.net/fsDownload/communication%20styles%20across
%20cultures.pdf?forumid=326&v=1&id=216808
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Table of Context
Introduction..............................................................................................................................9
Promotion Process......................................................................................................10
3.2. Technology......................................................................................................11
5. Conclusion...................................................................................................................13
6. References...................................................................................................................14
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Introduction
Generally, the means of Globalization is that buying and selling products or services in the
world and economics market are becoming incorporate. Globalization provides economics
opportunities for companies therefore business can gain competitive advantage and able to be
more innovative. In addition, companies are given more importance on advertising in the
global markets. In Theodore Levitt`s article The Globalization of Markets”, the trend of
globalization of markets with encouraging of modern technology companies can standardized
products which are acceptable to customers worldwide.
“The world’s needs and desires have been irrevocably homogenized. This makes the
multinational corporation obsolete and the global corporation absolute.” —Theodore Levitt
(1983).
When borders open for trade then we can say clearly that company able to get opportunities
easier as a result of that firms and government can attain easier, more rapidly, and cheaper
than before all over the world, (globalisation and innovation in emerging market). In the
globalised world globalised markets have some responsibilities for instance; control activities
of trade, need to comply policies and helping organization. The period of over the 50 years,
the main important global organizations have been arrangement such as; the “General
Agreement on Tariffs and Trade”(GATT), the “World Trade Organization” (WTO) the
“International Monetary Fund” (IMF), the “World Bank ” and the “United Nations” (UN).
Their purpose is that to perform these functions, (Recep Y., Halil E., & Osman D., 2009).
In the globalized world the company which is in the growing states they want to globalize
their product, service or their business therefore they are given more importance on
advertising in the global markets, (Dong-Sung C., Jinah C., & Youjae Y., 1994) the
advertisement have to be effective on customer and message should be clear to understand if
they companies want to develop their market share, get competitive advantage, to beat their
competitors and to be a leader in the global markets. The purpose of international advertising
is that to communicate between different cultures therefore the message should understand by
the target culture. (Jesús Maroto Ortiz, 2007).
The major problems for international advertising are that are language barrier, cultural
environment, heterogeneous media, type of product and technology. The specified problems
have been described as below:
3.1. Cultural Environment
The cultural environment plays an important role on standardized advertising. It is far from
easy to standardize advertising because of different requirements, behaviour, habits of
consumer and beliefs. World is becoming a global economy, developing technology helping
shipping easily and developing communications makes the territorial not too much important.
Nevertheless, the world is not just going towards the generation a global economy it is also
going towards homogenous culture, (Chris, 2002). Furthermore, the cultural context
influences efficiency of communication. In high context cultures for instance in Japan, China,
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Latin America etc. Information is as important as what is said. In low context cultures such
as, German, Swiss etc the information is restricted in the verbal messages.
3.2. Technology
“The Globalization of Markets” The Harvard professor believed that thanks to technology
therefore markets are homogenize around the world, (Jesús Maroto Ortiz, 2007). At the
present, international trade is gradually more global in extent today. Many reasons affect to
this case. The main reason is technology. With helping technology communication and
transportation products trade is easier now. As a result of that purchasers and suppliers have
more opportunities to collect the best products from various countries. Increasing technology
is helping companies to get advantage and to beat its competitors,
(consumerpsychologist.com). Most of us want to purchase all products as many as possible
they have heard about, seen, or experienced through the recent technologies, (hbr.org).
Arabic tomato paste mean is tomato glue. Also Tropicana brand orange juice was promoted
as “jugo de china” in Puerto Rico. As we can say, the language and translation of language
are changing. Everyday words have different meanings in different cultures, (Mayur, 2009).
3.5. Type of Product
Another point is that kind of product is important and effect on advertising standardization.
Advertisements of certain products are easy to standardize such as; airlines, tobacco, banks
etc. Multi domestic industries like food, insurance more difficult to standardize them. If we
want to understand effecting of product we would analyse related between product influence
and effects of culture. Products and advertising are entrenched in a cultural context. An
international corporation must know that advertising is different across countries therefore
they should worry about impact of products. On the whole advertising dissimilarities across
nations tend to happen weaker whilst impact of products is not measured, (Jean-Claude U.,
Bruno K., Brigitte M., & Björn W., 2008). A number of global advertising is considered to
encourage and bring in new goods from one civilization to another.
4. The International Communication Process
There are the elements of communication which are frequently essential in every
communication.
Encoding
Information source
Noise
Feedback
Message channel
Decoding
Receiver
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Advertising, personal selling, sales promotions which are promotional activities are on the
whole a communications process. Cultural diversity, media limitations, language barriers are
important for foreign marketers and to deliver the message correctly to the customers. If
media is not sufficient or kind of media can create problem therefore your message may be
not received or may be received by potential customers but they may be not understand
because of cultural differences. What`s more, the message may reach to the potential
customers and they understand your message but there is no result because the marketer did
not accurately measure the requirements of aim market or needs of consumer, (Ghauri &
Cateora, 2006).
5. Conclusions
The world is becoming a global market for rising and emerging businesses. There is an
important goal is that they want to sell their goods to potential customers. In addition,
companies need to globalize their product, service or their business as a result of that
advertising of product or service is important. The purpose of international advertising is that
to communicate between different cultures therefore the message should understand by the
target market. On the other hand, some parts of the advertising procedure can be standardized
while others must be adapted therefore companies can encounter with some adaptation or
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6. References
Text Books:
2. Ghauri P. & Cateora P., 2006, “International Marketing” 2nd edition, Berkshire, Mc-
Articles:
Available at http://www.eurojournals.com/irjfe_26_08.pdf
marketing industry from a translation studies perspective” (2007), Jesús Maroto Ortiz-
Sotomayor
Available at
http://www.euroconferences.info/proceedings/2007_Proceedings/2007_Maroto_Jesus.pdf
Available at http://www.emeraldinsight.com/journals.htm?articleid=865522&show=pdf
Available at http://www.hec.unil.ch/cms_irm/WP0708.pdf
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Firm” (1994)
Available at
http://www.dongsungcho.net/files/research/00011111333.pdf
Web-internet:
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